WWTT? 4 Years of Reviewing Marketing Campaigns

It’s another revolution around the sun, and I have spent another year looking at marketing campaigns, talking about what I think works really well, and the things that are less than stellar for “What Were They Thinking?”

It’s another revolution around the sun, and I have spent another year looking at marketing campaigns, talking about what I think works really well, and the things that are less than stellar. And while “What Were They Thinking?” formats have switched a bit to include more written content alongside video, it’s still been a pleasure to dig into the marketing creative being put before consumers on a daily basis.

During that time, I’ve looked at Burger King’s Moldy Whopper campaign, discussed creative marketing from a cemetery, and shared how Pedigree helped get some shelter dogs their forever homes during the pandemic.

And of course, who could forget about the marketing campaign that married a box of House Wine with Cheez-It? Absolute proof that if you tweet about something you love enough, you might be heard:

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Or what about that time Popeyes kicked off the Chicken Wars … then ran out of chicken? (I still haven’t tried that sandwich yet.) While fans of the chicken restaurant tweeted excitedly about the new sandwich last summer, Popeyes’ own tweet about the new sandwich is what caused Chik-fil-A, Wendy’s, and other restaurants to jump online to tout that their sandwiches were better.

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The past 12 months of marketing campaign coverage has brought my total up to 158 videos and 32 posts, and I’m excited to see what the next 12 months will bring for “What Were They Thinking?” What will be the new marketing campaigns that will cross my path? How will marketers come out of our current hot mess of a world (thanks to COVID-19) and find new and creative ways to connect with consumers?

In the words of my favorite TV president, Jed Bartlet: “What’s next?”

If you have a marketing campaign you think I should discuss — whether it’s your own or that of a peer’s — drop me a line at mward@napco.com. I’m especially interested in campaigns that feature innovative print marketing as part of the overall omnichannel marketing strategy!

WWTT? You Can Attend a Virtual Dog Adoption Interview, Thanks to Pedigree

If you’re looking for a furry best friend, stay at home orders don’t have to keep you from finding them, thanks to Pedigree. The brand, best known for its dog food and care products, has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

Have you noticed when you’re on a video chat with just about anyone nowadays, people get excited if your pet(s) decide to participate as well? The stress of the pandemic is taking such a toll on people that seeing an animal is a highlight to their day, especially if they don’t have any pets of their own. But if you’re looking for a furry best friend, stay at home orders don’t have to keep you from finding them, thanks to Pedigree. The brand, best known for its dog food and care products, has a new campaign helping animal shelters provide virtual dog adoption interview possibilities via Zoom.

The campaign, known as “Dogs on Zoom” is featured on the site MeetYourNewDog.com (a landing page on Pedigree’s site). The campaign kicked off on May 13, featuring the Nashville Humane Association (Pedigree has a replay of this Zoom event available to watch on YouTube, so if you need a little extra cuteness I highly recommend watching for a bit.).

Potential adopters can sign into the event via Zoom, ask the presenter questions about the featured dogs, and receive additional information about adopting — all without ever leaving their homes.

As of May 14, there are dog adoption interview Zoom meetings scheduled for May 14, 15, and 18 with different shelters, and the possibility for even more shelters to sign on to the project to help dogs find their forever homes.

"Dogs on Zoom" campaign hosts dog adoption interview events via ZoomAccording to MediaPost, the Nashville Humane Association was selected for the first few events, since it is the hometown shelter for Pedigree. And while the MeetYourNewDog.com site lets potential adopters know that the brand is covering adoption fees, MediaPost also shared that Pedigree is covering the Zoom fees for shelters.

This makes the decision for shelters to apply to participate in these dog adoption interview Zoom events easy, because the barrier to entry is fairly low, and there will still be adoption fees collected (instead of a standard practice of waiving fees in order to entice more adopters). Because these fees go directly into the care of animals and running of the organizations, anytime a shelter can keep them in place is important to the bottom line … also known as the bottom of the kibble bag (excuse the cheesy joke — I used to volunteer at an animal shelter).

Pedigree worked with BBDO NY on the campaign, and I have to say that the “Dogs on Zoom” Shelter Toolkit — available on the site — is an excellent example of educational content creation to provide all parties with the necessary tools for a successful outcome. The toolkit walks shelters through the entire practice of hosting the virtual adoption event, from how to use Zoom to how to best keep the dogs and audience engaged.

Not only is this campaign doing something great for shelters and supporting the pups it’s helping to find homes, but it’s also helping a lot of humans. Not everyone is sheltering in place with families, significant others, or room mates. There are a lot of people living alone during this pandemic, and feeling very isolated.

While being able to get on a Zoom call to enjoy a virtual meet up with friends is nice, having a pet to share space with helps a lot people deal with loneliness and other mental health issues that could be exacerbated during these extremely challenging times.

It’s uplifting to see, week after week, the creative minds behind myriad brands and agencies think of how to help. Not every brand can switch over to making PPE or necessarily do something monumental to support healthcare workers.

But it’s still meaningful when a brand thinks about what other sources of good it can provide. And sure … the more dogs adopted can mean more Pedigree brand dog food sold … but for now, I’m going to take solace in the idea that Pedigree is helping shelter dogs find their forever homes and people find their newest four-legged friends.

But marketers, that’s just what I think … tell me what you think about this campaign in the comments below!